Research Insight 12.1

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

Source: Shostack, G. L. (1977), ‘Breaking free from product marketing’, Journal of Marketing, 41 (April), 73–80

Abstract: It is dangerous to take the marketing concepts that apply to products, and try to transfer them to services. Products are tangible; services are not and that makes a lot of difference in how you market them.

Insight: This passionately written paper seeks to draw a clear and distinct line between the requirements for marketing products and services. Shostack states that a marketing mix that is appropriate for products is not suitable for services. A key thrust of the paper draws on the need for an understanding of the difference between image (for products) and evidence (for services).

URL: https://www.jstor.org/stable/1250637?seq=1#page_scan_tab_contents